How CMOs Can Succeed with Mobile Marketing

Based on "Mobile Marketing: An Hour a Day," this webinar provides an overview of how CMOs can succeed with mobile marketing and the key ingredients involved in developing a successful mobile strategy (with Rachel Pasqua).

Transcript of "How CMOs Can Succeed with Mobile Marketing"

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• Simply put, it’s huge.• Smartphones and tablets now make uproughly 10%-20% of visits to the average.com website.• The pressure is on for CMOs tounderstand mobile and make wiseinvestments.Why should CMOs care about mobile?2

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• The key to success lies in understandingyour customers and how they use mobileacross every phase of the customerjourney.• Today, we’ll discuss the benefits of astrategic approach to mobile and keytactics to bring your strategy to fruition.Why should CMOs care about mobile?3

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Mobile is the latest stage in the evolution of media.Smart devices have revolutionized not only how wecommunicate, socialize, stay informed and entertainourselves, but also how much and how often.What’s at stake here: Your audience50s 60s 80s 90s 00s70s 10s8

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• Time spent withmobile is growing at14 times the rate ofthe desktop web• Mobile and desktopcould potentiallyachieve parity withina few years at thecurrent trajectoryMobile occupies more of our time than ever12

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• In markets withhigh smart devicepenetration suchas North America,mobile’s share ofweb traffic isapproaching 30%Time spent is not the only way to measure the shifttoward mobile13

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Showrooming gained momentum in 2012;don’t expect the tide to turn in 2013.The smartphone-equipped, socially-connectedshopper is here to stay17

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Mobile plays a rolethroughout every step ofthe customer journey.But it’s not just about shopping…18

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Searches Googleon her iPhone for astore location.AwarenessViews the store’s mobilewebsite to get info on theproduct she is considering.EngagementLooks for a better dealusing the Amazon andeBay apps.ConsiderationScans a QR code onthe product packagefor an instant rebateConversionReads a mobile-optimized email alertingher to an insider-onlysale and heads back tothe storeLoyalty & AdvocacyThere’s a mobile aspect to everything customers do—sothere’s a mobile aspect to everything you do as a brand19

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A few examples…So what does amobile strategylook like in action?20

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But it’s not about mobile devices……it’s about connecting with people.In the right place. At the right time. With the rightcontent. Through the right interface……whether it be a smartphone, a tablet, a kiosk, or amultitude of connected devices, objects, and locations.About user experiences that connect the dots acrossall the touch points in your customer’s unique journey.Multiple channels. Multiple devices. Multiple locations.One connected conversation.27

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Strategy should always come before tactics—especially when exploring unfamiliar territory.strat·e·gy /ˈstratəjē/Noun1.) A plan of action or policy designed to achieve a major or overall aim.2.) The art of planning and directing military operations and movements in a war or battle.Tactice.g. an iPad applicationStrategye.g. a multimedia, cross-platform set of user experiencesdesigned to enhance key CRM activities like accountmanagement, loyalty programs and support28

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Mobile strategy stems from asking the rightquestions for each sphereMarket Analysis• What are yourcompetitors doing?• What tactics areavailable to you?• What are the mobiletrends in your particularvertical?Audience Analysis• How do your customersuse mobile?• How can mobile helpthem progress througheach phase of theirjourney?• How can mobilecement a closerrelationship with yourbrand?Brand Analysis• What do you hope toachieve with mobile?• What types of userexperiences and contentdo you need to create?• How do they integratewith your overall onlineand offline marketingmix?31

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Examining the mobile behaviors of your customers through:• Primary research, such as focus groups and customer interviews• Secondary research sourced from 3rd-party providers…enables you to build Mobile Technographics and CustomerJourneys that illustrate how and where you can best engagewith them.Audience analysis: Mobile technographics &customer journeys32

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Brand analysis: Goals and assetsAssessing your internal mobile-readiness and goals via:• Stakeholder insights• A thorough assessment of your .com environment and contentassets…determine how quickly you can move forward and what yourKPIs should be for each tactic.34

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All brands benefit from a comprehensivestrategic approach to mobileExamining the Audience, the Brand, and the Marketplace will yield a set of desirabletactics. Following a standard framework gathering the data and analyzing it will enable youto assign the proper priority each tactic and help them work together harmoniously.StakeholderInterviewsProject Plan Key Findings Strategy & RoadmapWeek 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10CustomerResearchTechnical andcontent auditsMobileTechnographicsCustomerJourneysMarketing Ecosystem analysisCompetitive analysisTacticalwish listStrategicPrioritizationStrategicRoadmap35

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Question #2How urgent is your need formobile strategy? Do you:(Choose all that apply)a) Have significant .com traffic from mobile devicesb) Conduct any form of digital advertisingc) Have a brick and mortar locationd) Struggle with the performance of existing mobilewebsites, applications, or campaignse) Want to forge a positive, real-time connection withyour customers36

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Moving forward with any mobile tacticnecessitates a certain amount of custom strategy.However, there are strategic insights that hold truefor individual tactics no matter what vertical you’rein or what kind of consumer you’re trying toconnect with.Understanding the strategic fundamentals ofmobile tactics will speed your path to success.Think strategically about tactics38

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On Christmas Day 2012 in the United States, more smartphones andtablets were activated than on any other day in history—mobile is nowa tool of the everyday consumer.SMS: What CMOs need to rememberYet plain and simple SMS remains the mostpopular form of digital communicationworldwide.For CMOs, SMS is a formidable tool for:• Activating offline media in the Awarenessphase – e.g. billboards, print, TV, Radio.• Building and strengthening CRM in theLoyalty Phase with offers, alerts, statusupdates, location based alerts and otherforms of real-time communications.39

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The mobile web is the primary and most widely and consistentlyaccessible touch point in the customer journey– to support it, CMOsneed to focus on:Mobile web: What CMOs need to remember• Action-oriented, info-rich smartphone content to support wayfinding and informationgathering in the Awareness, Engagement, and Consideration phases• Adjusting .com sites for optimal usability on tablets to support information gathering,content consumption, and purchasing throughout the entire journey40

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Mobile apps: What CMOs need to rememberIf the mobile web is about getting to know your brand, mobile apps areabout having a relationship with it. CMOs are wise to focus on apps tosupport:• Enhanced shopping and purchasing behaviors in the Conversion phase• Content consumption in the Consideration phase• CRM activities in the Loyalty phase41

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Mobile advertisingWhile mobile advertising plays many roles throughout the customer journey, itfunctions most effectively in the upper funnel when customers are getting toknow your brand. CMOs are wise to segment out their efforts by focusing on:• Mobile SEM: for direct response, intent-driven purposes such as sales, acquisition,and information capture in the Awareness, Engagement, and Consideration phases.• Mobile display, rich media and video: for brand awareness, and experientialcampaigns throughout all stages of the customer journey.42

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M-commerce and paymentsThe majority of m-commerce and m-shopping activities take place within thebrowser. To maximize conversions, CMOs should focus their efforts on:• Streamlining the smartphone .com experience to facilitate information gathering andproduct/brand assessment in the Consideration and Conversion phases.• Eradicating usability barriers that prevent tablet users from shopping and completingpurchases successfully in the Consideration and Conversion phases.44

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QR codesQR and other types of image codes are powerful tools for injecting interactivityinto traditionally static media. When considering QR, CMOs should focus on• Using QR to add a digital layer tooffline media such as print,product packaging and out ofhome to provide users with a real-time conduit for informationgathering in the Awareness andEngagement phases.• Ensuring a high quality ofcontent—the post-snap experienceshould be mobile optimized andcontextually relevant to the actionoriented state of smartphoneusers.45

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Mobile strategy will change over time to reflect Brand goals, Audience needs andthe ever-evolving Marketplace. You will revisit the process regularly to refineindividual tactics and your overall mobile strategy as a whole.Remember: Mobile strategy is an ongoing,iterative processIllustrative ExamplesMobile Strategy ProcessMobile WebSMS/MMSMobile AppsMobile Ads & SEMAugmented RealityGeo-targetedMarketingQR CodesMobile SEOApp MarketingOngoing Iterative RefinementRefactoring tactics based on market changes andcampaign insights.Marketplace• What are yourcompetitorsdoing?• What tactics areavailable to you?• What are themobile trends inyour particularvertical?Audience• How do yourcustomers usemobile?• How can mobilehelp themprogress througheach phase oftheir journey?• How can mobilecement a closerrelationship withyour brand?Brand• What do you hopeto achieve withmobile?• What types of userexperiences andcontent do youneed to create?• How do theyintegrate with youroverall online andoffline marketingmix?Tactical Execution46

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"Nothing gets you closer to your consumer thanmobile. And nothing gets to closer to mobilemarketing perfection than Mobile Marketing: AnHour a Day.” — Greg Stuart, CEO, Mobile MarketingAssociation and Co-Author of What Sticks"Elkin and Pasqua expertly detail the mobilelandscape, tactics, and tools available to todaysmobile marketer. This is a must-read." — SaraHoloubek, CEO, Luminary Labs"This book is filled with clear, well thought-outstrategic guidance on all things mobile, with expertperspectives to help customize the strategy on anindividual business (and budget) level.” — JoyLiuzzo, President, Wave Collapse"This is now my go-to book for mobile. Not onlydoes it have the brain trust going for it, but it alsohas the data to back it up.” — Rob Garner, author ofSearch and Social: The Definitive Guide to Real-TimeContent MarketingThe BookMore information:www.mobileanhouraday.comBuy online:http://amzn.to/Tx5jVg51

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Thank you!ADDITIONAL RESOURCESwww.icrossing.comwww.mobileanhouraday.comwww.rachelpasqua.comSign up for the MMASmartBrief:www.smartbrief.com/mmaSearch for partners or get listed at theMobile Marketing Industry Directory:www.mobilemarketingindustrydirectory.com52

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Thank you!ADDITIONAL RESOURCESFind out more at www.icrossing.comStay connected at greatfinds.icrossing.comJoin the conversation at thecontentlab.icrossing.comFollow us at Twitter.com/icrossingBecome a fan at Facebook.com/icrossingDownload our decks at Slideshare.net/icrossing53